Visit Sunshine Coast (VSC) has launched a new tourism marketing campaign showcasing a diversity of experiences in the sub-regions of Mooloolaba, Coolum, Hinterland, Eumundi, Caloundra, Maroochydore, Nambour and Kawana.
The multi-channel initiative targets Brisbane and the surrounding drive market via social media, YouTube pre-roll, native content and advertorial.
The promotion features enticing images of the region’s hidden gems and encourages Queenslanders to experience a different side of the Sunshine Coast.
VSC CEO Matt Stoeckel said the goal of the marketing campaign was to drive bookings to local businesses during the region’s low and shoulder seasons: February-March and May-June.
“What will make this campaign especially effective is its highly targeted approach, going after travellers who are already looking for a Sunshine Coast-style escape making it easier for us to convert holiday dreaming into solid bookings for our region.”
A key focus of the marketing campaign will be to challenge Queenslanders who may think they know the Sunshine Coast well to experience a different side of the region.
“This campaign pieces together the places that make the Sunshine Coast so unique,” Mr Stoeckel said.
“Visitors may come for our pristine beaches and Hinterland, but they stay because of the richness of experiences that make up the spaces in between and the people they meet along the way.
“This campaign will highlight those experiences people may not even realise we have to offer.”
General Manager of Mercure Sunshine Coast Kawana Waters John Orning said: “Caloundra had a good summer, and we need to keep the momentum running. This campaign targets our very important drive market and highlights all the exciting things there is to do at our end of the coast.”
This latest campaign dovetails the ‘Immerse yourself, for real’ aspirational campaign VSC recently launched back into interstate markets with the reopening of travel.
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